The rise of everyday health

From healthier food choices and wellness-focused lifestyles to AI-powered health tools and personalised recommendations, Thai consumers are taking a more proactive approach to their health and wellbeing. As health becomes increasingly embedded in daily decision-making, it’s creating new opportunities and expectations for businesses across industries.

The Thailand Voice of the Consumer insight explores how 501 Thai consumers are redefining health and wellness, what they expect from brands and where the next growth opportunities may emerge.

Drawing on insights from PwC’s global research of 21,808 consumers across 27 countries and territories, the Thailand findings highlight a significant shift in local consumer behaviour. Thai consumers are becoming more intentional about their health, seeking ways to improve wellbeing through everyday choices, personalised solutions and technology-enabled support.

Health is no longer confined to moments of illness or medical intervention. Instead, it’s becoming an integral part of daily life and a more proactive, consumer-driven pursuit.

Artificial intelligence is increasingly playing an important role in the health and wellness journey. From providing guidance on lifestyle choices to supporting personalised recommendations and early detection, consumers are becoming more comfortable using technology to help manage their wellbeing.

Some 85% of Thai consumers are comfortable using AI to support them in at least one health-related area. This openness extends beyond simple information gathering and into more personalised forms of support, including creating a personalised fitness or wellness plan (48%), helping meet nutritional needs (41%), and predicting potential health issues (36%).

This suggests that Thai consumers have moved beyond using AI purely as an information tool and are increasingly open to AI playing a more active, personalised role in their health decisions based on their own data.

Among the many discretionary categories surveyed, a few stand out:

Thai consumers are increasingly viewing food and beverages as an integral part of preventive healthcare, rather than simply as an everyday purchase.

Supplement use is now a normal part of many Thai consumers’ health routines, with purchasing levels higher than the global average. This trend reinforces opportunities for businesses offering preventive and personalised wellness solutions.

Nearly one in three Thai consumers spends money on fitness-related equipment. This reflects how health routines are expanding beyond food and nutrition to include products and tools that support more active lifestyles.

These figures reflect the proportion of Thai consumers actively participating in these categories, suggesting just how mainstream health-driven spending has become in everyday life in Thailand.

Thai consumers are increasingly aware of the potential impact that everyday choices can have on their health. Concerns around issues such as pesticides in food, ultra-processed foods and microplastics are influencing how consumers evaluate products and brands.

Health concerns extend beyond personal wellbeing to environmental and food safety issues

Q. To what extent are you concerned, if at all, about the following factors in terms of their impact on your health and wellbeing? (The figures presented in the chart represent the percentage of respondents who reported being ‘slightly concerned’, ‘moderately concerned’ or ‘very concerned/extremely concerned’.) 
 

^{Source: PwC’s Voice of the Consumer 2026}

Food-related concerns stand out:

• 91% report being at least slightly concerned about pesticide use in their food
• 87% express similar concern over ultra-processed foods
• 77% are concerned about the traceability of their food and microplastics.

Rather than being niche worries held by a small minority, these figures show that concern over what goes into food is widespread across the population. For businesses, this translates into a genuine willingness to spend, whether on clean-label products, minimally processed alternatives or solutions that help reduce exposure to these risks. 

About the research

PwC’s Voice of the Consumer 2026 research examines how consumers across global markets are approaching health, wellness, technology, trust and purchasing decisions. The study gathered responses from 21,808 consumers across 27 countries and territories, including 501 consumers in Thailand, providing insights into the attitudes, behaviours and priorities shaping consumer markets today.